If this rule, or a close variant (90/10 75/25), operates in the firms customer environment, the critical business implication is that these 20 (or 10 or 25) of customers have an importance to the firms long-run future that exceeds that of the average customer

A systematic set of processes in identification profiling of key accounts, design and adaptation of information-based value-added selling strategies, profiling own market positioning for high sustainability of growth in sales.

What is Key Account Selling? 9In other words

Key Account Selling

Its not just calling higher in an organization, but... when we finally get to top management, we better have something new to tell them about their business that will positively impact their profits and ... we better have the data to prove it and the support of his / her staff to back us up

What is Key Account Selling? 10Without Key Account Selling

If we cannot demonstrate our value to our top 20 Key Accounts - in terms of increased profits (for them) - we will be classified as a commodity supplier and run the risk of losing our business to a cut rate competitor

What is Key Account Selling? 11Why bother?

Market saturation

Mere relationship selling is a relic of the past

Bygone is the Single-Point-Contact and good old days in sales

What is Key Account Selling? 12Where Have We Been?

Relationship Based Selling

Good old boy network

Friendships with key people

Take them out to lunch

Entertainment

Based on personal relationships

Weve got the best products, service and people

What is Key Account Selling? 13Where Have We Been?

Problems

No one has time to be entertained any more

Our old friends are retiring

New, young blood coming in

They want to make a name for themselves

Management is forced to look at value

Credibility of what a sales rep says is fading

Lots of competitors have good products and services and all are less expensive

Mergers and acquisitions

What is Key Account Selling? 14Where Are We Today?

Problems

Our value doesnt make up the difference between competitors price and ours

Competitors are now offering some of the same services as we do

Competitors ask to be just a second source for a percent of the business

Our customers must cut costs in all areas

Our past strengths are becoming minimum requirements

Our customers are also 80/20 ing, and are reducing their number of vendors

Customer believes, or can be persuaded, that distributor can meet its needs over the long run

Cultural Fit

What is Key Account Selling? 26Selecting Key Accounts - Criteria

Indirect Potential Volume Profits

Strategic Key Account

Opinion Leadership

Example Leading financial services group ICICI was the 1st Indian company listed on NYSE. One of ICICIs key accounts is Infosys, Indias fastest growing software company, well-known for its commercial success, product quality, and high ethical standards, and the first Indian company listed on NASDAQ. Although ICICI transacts little business with Infosys, it regards as a key account because of its exemplary reputation.

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